Blue Shears: Bespoke Tailoring in the Face of the COVID-19 Pandemic

What is it about?

This case focuses on Blue Shears, a bespoke tailoring brand based in Tokyo and the management of both its client relationship and brand positioning in the face of the Covid-19 pandemic. The case examines the challenges that Blue Shears is facing from the impact of the global pandemic, Covid-19. Being a bespoke fashion brand, meeting clients is imperative to the business as the relationship between a tailor and his client makes for a foundation of unshakable bond and loyalty. However, with the social distancing brought about by Covid-19, how will this affect Blue Shears and the bespoke tailoring world during the outbreak of Covid-19 and post-Covid-19? What can be done to maintain the tailor/client relationship? Will this be an opportunity for the use of technology such as 3D body scan, and VR/AR? Students will explore and assess the impact of the crisis on tailor business and client management. During the outbreak of Covid-19, efficient online strategies, as well as key measurements to manage both brand and client relationships, are discussed.

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